“How’s it going?” he asked me.

A friend of mine emailed me and asked me how our “new” transformation challenge is going.  

He reads this email so I’ll answer for him here.  

I’m telling YOU because I figure the more transparent I am with you the better our relationship will be – by the way, the primary reason I write this newsletter.

But, let me back up a bit…

As you may know, we used to run the 6-week 20-pound Challenge at The Transformation Club.  

In fact, when we rebranded and opened this facility in January 2016 that’s what we launched our “new” business with.

It got people results FAST…and it grew our business to “the next level” FAST – thanks to the boosted exposure to our already great program and community. 🙂

Of course, our intent was never for it to just be a “quick fix” solution…for challengers or for us.

We knew the unique, very attractive marketing would draw people to our business…giving us the chance to educate, motivate, and inspire them to embrace a healthy lifestyle and continue on their journey to become the best version of themselves.

For many, it worked…REALLY WELL.  Their lives transformed and they continue to improve their health and well-being.

For others, not so much…

They WERE looking for the quick fix.

They weren’t actually interested in making exercise and healthy eating a part of their life…long-term.

That’s where I went wrong in my thinking when I incorporated the 6-week 20-pound Challenge into our business model…

You see, in my naivety, I believed that if we could just show them how good they could feel and how awesome it is to be part of a “community of friends in fitness” they’d be all-in for the long haul.  


The people who ARE still going strong today went into the 6-week 20-pound Challenge with the mindset of making a life transformation AND were already open to adopting a regular exercise routine and more supportive approach to nutrition and lifestyle.  The Challenge was just their catalyst, as well as their way to “test-drive” our program/community. Smart.

By the way, I’m not just talking about those who stayed on as members at The Transformation Club.  I’m proud to see so many former challengers still going strong on their own using the education we provided them.  I love that! 🙂

On the flip side…

Those who went into The Challenge looking for the quick fix with no actual intention to continue (with or without us) all gained their weight back.  No different than the last quick-fix they tried.

It’s heartbreaking actually.

It’s one of the main reasons we stopped offering the 6-week 20-pound Challenge.  

As much as we love helping people and seeing the positive impacts that the program has had on so many people, we just couldn’t stand the other side of it anymore.  

It ate away at our souls. 🙁

Sure, marketing a 6-week 20-pound Challenge brought in lot more people than anything else we’ve ever done before, but we’re not in the business of running transformation challenges – we’re in the business of transforming lives…

Am I now down on transformation challenges now?

Absolutely not.  

They’re a tremendous kickstart for people.  Our existing clients love them to “reset” every now and again as well. 🙂

By the way, we ran various transformation challenges for many years before we started running the 6-week 20-pound Challenge and we’ll continue to run more.  

We’ll just be a lot more careful in our messaging (marketing) to make sure we attract those who really want to embrace the lifelong approach.

Ok.  Now that we’re caught up…here’s my answer to his question – “How’s it going?”

I don’t know…yet.

I’m not measuring the business success off of the number of challengers we signed up because I’m not interested in being in the challenge business – a trap I DID find myself in last year.  

By the way, were signup up a lot less challengers without the 20-pound “hook.”  No surprise there. ;-b

So, how am I measuring success?

Two key POST-challenge metrics:

  1. What percentage stayed on as members?  Yes, that is important. I am running a business here and membership (not challenge fees) is how we make our living…and have the best chance to help people.
  2. How many (whether they choose to stick with us or not) actually maintained or further progressed their results a year later?  In the end, a lasting transformation is what we’re trying to accomplish here.

Make sense?

Now, to tie in a practical health & fitness lesson here I’ll just say this…

Understand that this a long-game, like the rest of your life.  

Transformation challenges are great when you use them as a tool to kickstart or reset.  They’re NOT meant to be one and done…nor will you see any real, lasting benefit bouncing from one to another.  

Yes, there are plenty of copycats out there now…  

Just trust me on this, PLEASE.  

Jumping from one trial type offer to another without actually making a long-term commitment to anyone (especially yourself) will NOT work.  I saw that routine back in the Groupon days when people would just bounce around from gym to gym.

They tried to “work” the system…  It didn’t work.

Find a program and community you enjoy and stick with it my friend.  🙂

Justin Yule

By |2018-11-11T21:04:53+00:00September 27th, 2018|Case Study / Testimonial, Education|0 Comments

About the Author:

Husband. Dog Dad. Author. Coach. Entrepreneur. Transformation Specialist. Justin Yule is the founder, president, and chief transformation officer of The Transformation Club. In addition, he serves fitness professionals worldwide as a business coach and subject-matter expert. Justin is the co-author of the best-selling book, The Transformation Book, as well as the author of the fictional tale, The Transformation Path. He is also the co-host of The Transformation Show podcast. Justin has a bachelor of science degree in physical education with a concentration in adult fitness and holds multiple specialty training certifications in fitness. He has been educating, motivating, and inspiring clients to become the best version of themselves since 1997.

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